For small businesses, sales promotions form a significant part of short-term marketing strategies designed to increase purchases for particular products or services. The objectives of a promotions strategy include market expansion, product differentiation, stabilizing sales and increasing sales. This form of advertising is designed to persuade or inform consumers and comprises two key components: its message and its medium.

Print Promotions

The breadth of print mediums available to promote a business is broad. The growth of desktop publishing and word-processing software made it easier for small businesses to quickly produce promotional items, such as brochures, fliers and newsletters. Direct mail campaigns could be customized and sent to a company's mailing list to promote special events. Print advertising options also include traditional mediums, such as magazines, newspapers, yellow pages and billboards.

Television Advertising

As a company expands its marketing reach, it may decide to develop television advertising to reach new consumers. Television continues to lead as a broadcast medium to reach viewers in national, network, local and cable markets. Television advertising is generally more expensive than other media forms because of both the advertising prices of the television network and the cost of producing a quality commercial. A growing number of television outlets, however, have promotional advertising packages for small-business budgets -- especially those targeting local markets.

Radio Advertising

Many people still listen to the radio. In 2010, 20.5 million U.S. households had a radio set, according to the Nielsen 2010 Media Industry Fact Sheet. Additionally, a large number of people listen to the radio during car commutes. Radio is an especially important broadcast advertising medium for companies who seeks to tailor its message to a narrow market of listeners. For example, the consumer demographics of a college radio station might be an effective outlet for a local retail scooter dealership in a university town. Pricing for radio advertising is typically less than television advertising. Like television advertising, pricing will depend on factors such as the announcement times and frequency and length of advertising.

Online Marketing

"The Internet has become as fundamental as television to advertisers," says David Hallerman, a principal analyst at eMarketer in a press release reporting that online marketing has become a greater part of the general advertising mix. In 2011, online advertising is expected to exceed $31.3 billion, a 20.2 percent growth over 2010's spending, according to eMarketer's forecasts. Internet-based advertising includes pay-per-click advertisement on websites and blogs that can be directed to targeted markets. Online advertising also include promotions on a company's website, social media marketing and promotional content hosted on videos.

Mobile Application Marketing

Recent cultural trends indicate that consumers are more connected than ever. In 2010, mobile phone ownership in the U.S., among users ages 13 years or older, totaled 223 million, according to a Nielsen report. Mobile web users were up 33 percent from 2008, totaling 60.7 million. As a result, mobile app marketing is a growing advertising outlet for companies seeking to reach smartphone users who are active on mobile applications. Banner advertising on mobile applications -- while smaller than Internet-based ads -- are becoming more defined, creative and effective in reaching mobile users.

About the Author

Vanessa Cross has practiced law in Tennessee and lectured as an adjunct professor on law and business topics. She has also contributed as a business writer to news publications, including the "Chicago Tribune," and published in peer-reviewed academic journals. Cross holds a B.A. in journalism, a Juris Doctor and an LL.M. in international business law.